U.S. Army Command Gains Robust Media Monitoring and Analysis Framework

Challenge 

When the U.S. Army stood up its newest four-star command (Command) aimed at making transformations to ensure war-winning future readiness, it recognized the criticality of strategic communications in achieving its mission. As part of this, the Command needed to understand how to adjust communications based on its public perception and press narratives and nuances.

Due to the ever-evolving media landscape, it had been difficult for the Command to discern its share of voice and influence, public narratives, trends in coverage, and how its cross-functional teams’ transformation efforts were resonating with specific audiences whose support was essential to success.

The Command required a more effective and efficient communications strategy. It sought a professional and robust media monitoring and analysis framework to inform key leadership, stay updated on the latest U.S. Department of Defense (DoD) activities, build and foster meaningful media relationships, and enable real-time, data-driven decision-making.

Solution 

Guidehouse developed and supported the creation of a robust media monitoring and analysis framework leveraging continuous tracking, concrete data, subject matter experts, the latest tools and technology, and deep analysis support. We combined these capabilities with keeping a constant eye on public discussion to understand the public narrative and sentiment, the results of key communications efforts, and when adjustments in strategy may be needed. The goal was to ensure the Command had a consistent understanding of the media space and the products and information it needed to comprehend, measure, and contribute to the public narrative.

The media monitoring and analysis framework included:

• Innovative tools and technologies, including machine learning and natural language processing.
• Comprehensive analysis of key events and engagements to understand public response and to inform strategic messaging opportunities.
• Efficient tracking of public engagements and subsequent monitoring of the media space to qualitatively and quantitatively understand impact.
• Media preparation packets and pre-read materials informing key leadership ahead of congressional, industry, media, international, major annual exercises and initiatives, and academic engagements. 
• Writing speeches, internal communications, news articles, press releases, and talking points for various initiatives and efforts.
• Daily, weekly, monthly, and quarterly recurring media analysis reports with robust data visualizations focused on the most relevant coverage.
• Weekly internal newsletters, focused on the latest and most important news stories.
• Developing training materials that enabled stakeholders to understand and analyze the media space.

We worked with Command leadership, including the four-star Commanding General’s top team, to ensure the media monitoring and analysis framework met and supported mission-critical objectives.

Impact

Guidehouse’s continuous monitoring support and media analysis framework, coupled with dedicated media and public relations experts, enabled the Command to:

• Stay apprised of the latest narratives and ensure its efforts were universally understood and resonated with audiences worldwide.
• Inform strategic communications campaigns, including robust campaigns for combined arms, command and control, new weapons systems, joint field experimentation exercises across the DoD, large industry events, academic opportunities, and more.
• Launch compelling media relations efforts and develop lasting relationships with journalists reporting on relevant efforts and topics.
• Expand awareness and measures of effectiveness for strategic communications and the continued transformation to the Army fighting force of the future. 
• Make informed, data-driven decisions to allow the US Army to maintain superiority over any potential adversary.

Our robust media monitoring and analysis framework allowed the Command to use an important and untapped resource where meaningful conversations, narratives, and much more are shaping the future of warfare, Great Power Competition, and the tech revolution that is underway for combat forces worldwide.

Any opinions, findings, and conclusions or recommendations expressed in this material are those of the author(s) and do not necessarily reflect the views of the U.S. Army.